• Archives of design research
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• v.11 no.1
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• pp.89-98
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• 1998

Advertising is persuasion activity, carrying concept to the aimed target through non-personal media. This study concerns on the very concept. Its meaning, their relations and strategic ' position in advertising. This study tried to clarify concept of concepts used as various meanings and set up making-concept method. Accordingly, this study begins with surveys of product concept, advertising concept and creative concept. And then tried to clarify their relations and strategic position in advertising, On the ground of the above achievements, this study set up the effective making-concept rules through TV commercials case study.

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.11b
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• pp.20-21
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• 2002

• Archives of design research
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• v.13 no.3
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• pp.111-122
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• 2000

To achieve the advertising objectives, we must first draw out consumer's advertisingto advertising, and then realize the data processing course from comprehension to the retention of the advertising contents. In current media environment, however, the value of advertising as the method of attracting consumer's attention is declining due to the current situation of newspaper and magazine advertising as follows. As for newspapers, competitive messages are increasing on a continuous basis; the size of advertising section and the number of newspaper pages has been increased along with the popularization of color advertising. As for magazines, more pages are allocated for advertising rather than for the actual contents. In such communication environment, it is believed that only the advertising capable of uniquely appealing to consumers can achieve the purpose of advertising. Hence, this research attempts to discuss the effective ways of promoting attention in print media through the case studies covering the design principles relating to layout and the layout format, among the visualization processes related to the consumers'memory.

• Archives of design research
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• v.18 no.2 s.60
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• pp.27-36
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• 2005

Illustrations in advertisement uses various social and cultural codes to stimulate the desire to buy in consumers in the first place, since this is an economic phenomenon orchestrated to sell a product. Hence, factors outside the product per se, such as tradition, social issues and class consciousness are introduced. Especially, in modern advertisement a strategy is adopted to differentiate standard products produced by mass production. In order to do so, such factors as mentioned above become as important as physical characteristics of the product per se and its usage value. As a result, phrases or images used for advertisement can have independent influences on the society irrespective of the sales effects on the product. In this respect, it is fair to state that advertisement reflects the phases and consciousness of a given period as a cultural phenomenon. Therefore, based on the premise of characteristics and roles attributed to the advertisement, this thesis proposes to make a comparative study on the images of women in commercial advertisement in Korea during Japanese Imperialism and China during Cultural Colonial period dating from 1900 to 1945. The starting point of this research will cover the period of foreign trade and Japanese Imperialism in Korea and interference of Western Power in China. It will also investigate on the birth of Korean advertisement by Japanese Imperialists and Chinese modern advertisement along with the modernization of Shanghai. Then, I propose to present the illustrations of women in advertisements based on comparative study of their characteristics and expressions as observed in several case studies both in Korea and China. Connotative meanings in such advertisement will be investigated in the context of political, economic and cultural dominance.

• The Journal of the Convergence on Culture Technology
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• v.9 no.6
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• pp.539-544
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• 2023

In this study, several important aspects were studied in producing video advertisements based on the lifestyle and SNS status of Generation Z. Generation Z highly values participation and interaction due to the nature of SNS, so SNS advertisements should be produced in a way that induces active interaction with viewers and accepts feedback. Here's a summary of the main parts. It prefers various content formats of Generation Z that consume information. Advertisements should be produced in various formats such as text, images, and videos, and should have flexibility suitable for various platforms. Because each SNS platform has its own characteristics due to platform specialization, this study suggests that advertisements analyze the characteristics of the platform and use the appropriate content strategy for the optimized platform. As an emphasis on value proposition, we propose an advertising format setting to focus on what value the product or brand provides. It is important to clearly emphasize the advantages and intrinsic value of a product or service in video advertising, and in conclusion, we propose to focus on the case of increasing interest by adopting modern and trendy design of storytelling as an attractive and unique design method of aesthetic design and visual effects. Considering these factors comprehensively, the research value of this paper will be able to establish an effective SNS marketing strategy by producing video advertisements that match the lifestyle and SNS usage characteristics of Generation Z.

• Archives of design research
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• v.11
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• pp.110-119
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• 1995

우리의 문화적 특성은 어떤 것인가 관심과 노력 그리고 연구는 오늘날까지 문화인류학, 사회학, 예술 등 다양한 분야에서 지속되고 있다. 디자인 분야에서도 마찬가지인데 특히 광고계에서 국적있는 광고, 한국적 과고라는 명제로 많은 크리에이터들이 그 실체를 찾으려 고민하고 있으며 각종 광고사보에 단편적인 글들이 게재되고 이다. 어떤 대상의 특질을 살피기 위해서는 시각(視角)의 중요성이 대두되는데 한 나라의 문화유형도 마찬가지임은 말할 것도 없다. 1994년부터 문화인류학적으로 연구된 유수한 저시로 오늘날까지 일본론의 고전이라할 루드베네딕드의 <국화와 칼>은 서양인의 눈에서 일본을 보고 서양과 비교하여 일본인을 서정적이며 자연을 사랑하는 우수한 민족으로 그리고 있다. 일본인이 쓴 일본에 대해<日本人\ulcorner表現心理>에서 \ulcorner\ulcorner\ulcorner는 "일본만큼 자연을 사랑하는 민족은 없다. 부자연 싫어한다. 자연관, 자주관은 담백, 표백, 무상"이라 쓰고 있다. 우리는 한국의 그림이나 도자기 등의 조형성을 이야기할 때 여백의 미라는 말을 종종한다. 그런데 차후 본 연구에서 다루어지겠으나 다나까이꼬의 그름에 대하여 가메꾸라유사구는 그것을 여백의 미라 하면서 일본적임을 강조하고 있다. 한국과 일본은 문화형성 배경에 있어 유사한 문화적 특질을 공유하고 있는 것은 사실이나 학문적 중립성에서 두 조형성을 비교해볼 때 일본인이 말하는 여백과 한국의 여백, 그리고 일본의 자연적인 것과 우리의 그것은 전연 상이한 것이다. 이렇게 일본과 지정학적으로 가까이 위치하고 있으며 고대사에서는 한 문화를 이루었고 근대사에서는 30여 년간 구체적인 문화를 경험한 한국인의 시각에서 바라본다는 것은 훨씬 근접한 이해에 도움을 줄 수 있을것이라 생각된다. 한국인의 시각에서 일본을 보면 베네딕드나 방하 수의 인식이 얼마나 편견인가 하는 것을 실감하게 된다. 본 연구는 일본의 문화속성 가운데 내재되어 있는 구체적인 조형성을 발굴함으로써 한구그이 조형성으로 필자가 유추하고 있는 '부드러움'이라는 개념을 상대적으로 명확히하고자 하는 데 그 의의가 있다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2008.11a
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• pp.45-49
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• 2008

본 연구는 TV광고음향의 사운드디자인에 대한 수용자 감성반응에 관한 연구이다. 연구방법으로 영상구조에서 음향이 없는 상태와, 음악설계사운드디자인을 제시 하였을 때 수용자가 받아들이는 음향감성반응을 뇌파측정을 통한 뇌 지수(BQT) 비교 방법으로 분석하였다. 본 연구를 통하여 영상에 있어 사운드의 시청각적 감성효과가 사운드디자인설계에 의하여 달라질 수 있음을 정량적 방법으로 확인할 수 있었다.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.231-239
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• 2018

This study will analyze the meaning and the characteristic of advertising system in Facebook, one of the leading social platforms. This study focuses on finding the trend of mobile advertisement and observing Facebook users behavior. During 30seconds, the researcher observed the behaviors of 50 male and female university students which they access and use their own Facebook individually. After the observation, the researcher did an in-depth analysis based on offline discussion with tested participants. As a result, it can be classified in positive causes and negative causes of the advertisement. There are 3 positive causes; native advertisement effect, acquaintance effect, and big data effect and they help people watch the advertisement positively. 1.5-3 times per second high speed scroll behavior (Finger effect) is the main negative cause and it help users escape from the advertisement easily. These positive and negative causes have an interactive synergy which reduces user stress and makes people enjoy ad more than other media. Finally, both of them cause making Facebook a better environment for the advertisement.

• Archives of design research
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• v.18 no.2 s.60
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• pp.79-90
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• 2005

The aim of this study was to investigate how the psychological factors of human interrelation or human socialization are associated with the visual design based on sociological and psychological theories. To accomplish this goal, human socialization was examined on the basis of physiology, philosophy, and psychology. Then a case study was employed to assess how they function in the area of visual design. In literature, the sources of psychological factors of human socialization were categorized into 11 items including the sexual hedonic pursuit. These items were used for the evaluation of 40 printed media advertisements, all of which were the winners of the Korea Advertising Awards from 1994 to 2003. As a result, it was revealed that most advertisements responded to the items of adaptive value and cultural imprinting as biological bases. Also, it was discovered that the existential foundation of advertising has been based on mutual distrust and the payoff matrix as a mind of social unrest. In conclusions, it was illustrated that future advertising will remain based on adaptive value, cultural imprinting, social learning, and imitation learning, as long as advertising continue to hold its reason for existence.

• Archives of design research
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• v.20 no.1 s.69
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• pp.219-228
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• 2007

Printing advertisement is aggregate of commercial information communication text consisted of image sign and language sign. This means that verbal tabor through visual stimulation and character is mixed and passes information through picture. Typography is process that visualize verbal appeal in printing advertisement. Therefore study about typography is very important for a visual expression element in printing advertisement. Typography expression of Korean printing advertisement accomplished fast qualitative growth after 2000 flowing the 1990s. This study makes that typography expression propensity of Korean printing advertisement after 2000 of changed of expression structure, changed of expression rule, changed of expression method etc. Accordingly, extracted each three analysis bases. And this study presented expansive direction of typography expression of printing advertising in case studies.